13. Are the metrics you are tracking
helping you make decisions?
14. Example SaaS Web App
• People sign up and pay online
• They first sign up for a 7 day free trial
• Then they pay $97 per month
15. Example SaaS Web App
• People sign up and pay online
• They first sign up for a 7 day free trial
• Then they pay $97 per month
What are your assumptions?
16. Software as a Service Product
(Assumptions)
Key Actions % of people # of people
Visit Site 100% 1000
Sign Up 10% 100
Activate 5% 50
Upgrade 1% 10
Revenue $970 per month
18. Software as a Service Product
(Actual Baseline)
Key Actions % of people # of people
Visit Site 100% 1000
Sign Up 3.6% 36
Activate 1.2% 12
Upgrade 0.4% 4
Revenue $388 per month
19. What would you try to improve?
Key Actions % of people # of people
Visit Site 100% 1000
Sign Up 3.6% 36
Activate 1.2% 12
Upgrade 0.4% 4
Revenue $388 per month
20. Software as a Service Product
(Video Test)
Key Actions % of people # of people
Visit Site 100% 1000
Sign Up 6.5% 65
Activate 1.8% 18
Upgrade 0.3% 3
Revenue $291 per month vs. $388 baseline :(
22. Software as a Service Product
(Inspired Test)
Key Actions % of people # of people
Visit Site 100% 1000
Sign Up 7.7% 77
Activate 2.8% 28
Upgrade 1.2% 12
Revenue $1164 per month vs. $388 baseline :)
23. Software as a Service Product
(Compare all 3)
Key Actions Baseline Video Test Inspired Test
Visit Site 100% 100% 100%
Sign Up 3.6% 6.5% 7.7%
Activate 1.2% 1.8% 2.8%
Upgrade 0.4% 0.3% 1.2%
Revenue $388 per $291 per $1164 per
month month month
